零售业态惠顾意向与农村消费者购物决策风格关系研究

An Study on the Relationship between Retail Format Patronage Intention and Decision-making Style of Rural Consumers

以青岛市为代表,实证研究了零售业态惠顾意向与消费者购物决策风格之间的关系。探索性因子分析发现,青岛市农村居民具有6种购物决策风格,即时尚享乐型、品牌习惯型、困惑不决型、经济实惠型、精明细致型与完美质量型。回归分析进一步揭示,零售业态惠顾意向与购物决策风格部分存在显著的相关关系。

This paper empirically analyzes the relationship between retail format patronage intentions and consumer deci- sion-making styles using the data of rural residents in Qingdao. Six decision-making styles were detected in Qingdao rural residents through exploratory factor analysis： they are fashion-hedonistic conscious, price and ＂value for money＂ shopping conscious, careful evaluation and rational choice, confused by over-choice and brand conscious, and perfection or high-quality conscious. The regression analysis further reveals that consumers＇ patronage intentions are partly significantly related to deci- sion-making styles.